By Veira

By Veira is a Swedish haircare brand founded in 2019 [1]. It develops and produces its range at its own facility in the south of Sweden, and positions itself around accessible, vegan formulas sold through retailers in Europe and the United States [4]. The brand takes its name from Old Norse, where veira means "true" — a reference the company connects to transparency about its product claims [2].

The brand is active. Its online storefront lists current arrivals such as the Miracle Hair Oil, Pro Growth Serum and Detox Shampoo, and it states worldwide retail distribution across both the US and European markets [4].

According to By Veira, the company was founded in 2019 on the idea that high-quality, sustainable hair care should be affordable and within reach for everyone [1]. The founders are not named on the brand's public pages.

The name carries the brand's stated philosophy. By Veira says it draws the word from "the old Norse languages, meaning 'true'," and frames that as a commitment to being transparent about what its products promise and to backing those claims with innovation [2]. The company describes its overall stance as the belief that "beauty should be truthful, transparent and accessible to everyone," and markets itself with the tagline "Sweden's best kept hair care secret".

By Veira makes hair care across several categories, including shampoo, conditioner, masques, serums, hair oil, heat protection and styling products. Collections are organised by hair concern and function — among them Repair, Curl, Moisture, Volume, Scalp Care and a Silver line described as formulated to cool down yellow tones [2].

The company centres its formulas on what it calls a "unique Vegan Protein Complex" that it says strengthens, hydrates and protects all hair types [3]. Across its catalogue it lists ingredients such as hydrolysed wheat protein, peptides, piroctone olamine, provitamin B5, rapeseed oil and sunflower extract. Among its named products are the Repair Shampoo, the Miracle Hair Oil, the Pro Growth Serum and the Silver Masque. The brand places itself at an affordable price point, saying it wants hair care that "won't break the bank" [2].

By Veira describes its products as 100% vegan and cruelty-free, stating that it uses no animal-derived ingredients and does not test on animals [3]. Its shampoos and conditioners are formulated without sulfates or parabens. The brand is also PETA approved.

The company is a Certified B Corporation, a status it describes as meeting "the highest standards of social and environmental impact — from ethical production and packaging to fair working conditions and sustainable practices" [3]; the brand reports a B Corp score of 114.3 [1]. On the production side, By Veira says all its products are made in a solar-powered factory in Sweden using recycled bottles, vegan formulas and water-saving methods. It also cites a water recycling system and circular air condensation equipment among its facility's sustainability features.

By Veira states that it sells worldwide. In the United States, the company lists availability through Amazon, Walmart and Old Navy Shop-in-Shops. Across Europe, it says its products are stocked in NORMAL stores, at online pharmacies and through selected online beauty retailers [4].